The insight was that people like getting things for free, particularly if its related to what they frequently purchase.

If you buy a lot of cosmetics for example, you might need shampoo to wash it off. And you might get shampoo for free with a Watsons member card.

So we imagined a scenario where someone who has bought many items of one kind will another item that they really need, for free.

We took recognizable brand’s logos and turned them into the product that people could get for free.

There was a sharp increase in the number of people who expressed interest in enrolling in the member card.